The press and postcard campaign is St Luke's first work for the Originals brand. Introducing the strapline, "Doing our own thing", it aims to establish a link between the attitude of authentic off-the-wall club members and the wearers of Originals shoes. It aims to position the range as an independent brand for people with a sense of individuality and identity.
The ads feature real groups of people whose odd activities include membership of the Milan "Boomi Boomerang Club and the Croquet Club, whose members play street croquet and are forbidden to sing show tunes.
The ads support a fully interactive website, designed by Airside, which includes the history of the Originals brand and product range. The site allows like-minded people to enter their own alternative club's details.
Media planning and buying is through Universal McCann Manchester. The campaign will break in a double-page spread in i-D magazine accompanied by stickers urging readers to "do their own thing by assembling an extreme croquet scenario in San Francisco. It will then run in titles including Arena, Sleazenation, Q, The Face, GQ, MixMag, Time and Wallpaper.
David Byrne, an account manager at St Luke's, said: "We know that Originals wearers have a strong sense of independence and individuality. We felt that the clubs reflected this with their passion for, and commitment to, such offbeat activities."
The campaign was written by Matt Janes and directed by Vic Polkinghorne.
The clubs were photographed by the reportage photographers Steve Lazarides and Michael Wong. Clubs to be featured in the spring/summer 2003 campaign include the Afternoon Ukulele Club of Tokyo.